I’ve read several posts today about Google delivering business listings down the the zip code level.
Click here for a sample search result.
This concept will have an effect on our local search initiatives unless we develop a solid optimization plan, clean up our data and get out of the ‘Enhanced Listing’ business and into the ‘Business Profile’ and ‘Micro site’ business.
- Optimization- Vendors like Planet Discover and Travidia have really stepped up their SEO game. Their newspaper partner sites and the local advertisers are now showing up in Google search results. This is absolutely necessary to remain competitive. It will keep your advertisers from looking outside for SEM help- Regarding SEM:Having a strategic SEM partner like WebVisible and Orange Soda is important but make sure they fit into your Local Search game plan. If your goal is to build reliance on your verticals or local business profiles and the SEM partner is sending the traffic directly, bypassing the business profile, your site will lose credibility. (Of course, some advertisers with great websites will demand direct clicks.)
- Clean Data- Make sure your data is accurate, fresh and comprehensive. Remember relevant content is the best SEO plan. Being 100% reliant on the business to update this information is not a good plan.The main data providers, Axciom and InfoUSA, sell enhanced data. Recently, Harvest Info announced a partnership with Moon Valley Software for additional enhancements. Another option for cleaning up the database is to use a mixture of interns and a call center to verify and update information.
- Micro site/Business Profile- The majority of local businesses either have a really bad website or no website at all. The ‘Business Profile’ in your local search portal can act as their website. In most cases these profiles include all the relevant attributes plus video and coupons. If the profile is optimized, accurate, fresh and comprehensive Google should have no problem finding them. Google also has a submission process that will help.
User Reviews can help us establish our footprint in their search results. Currently, a high percentage of the reviews in the search result are from city portals like CityVoter and CitySearch.
Click here for a User Review sample.
So far, they have only ventured into the restaurant category but I’m sure they have a plan to move into the most popular business search categories.
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